ACE YOUR

MARKETING ROLE
Advanced Programme for
Marketing Professionals (Batch 13)

A Times Of India Group Initiative

Marketing
Marketing is an essential and indispensable component of any business, trade, or commercial
activity; be it a product or service. From the covering letter of an individual resume to an
integrated, multimedia advertising blitz, it is all about marketing. It is an age-old,
all-encompassing business necessity playing a continuously evolving and expanding role
across functions. Today, marketing is a multibillion-dollar global industry employing millions
of people, growing and evolving at an accelerated pace that augurs well for its importance,
relevance, and future.

Advanced Marketing
With marketing channels and technologies burgeoning with the advent of the digital age, the
sea change in the marketing environment also necessitates a dramatic change in how
marketing is taught, comprehended, and implemented. The need of the hour is an
amalgamation of classic and new-age marketing to create a unifying framework as a reference
for the modern marketing model. It factors in the need for marketing competencies and
capabilities around domains of expertise like data and analytics, customer experience,
content, omnichannel communication, and personalisation. The Advanced Modern
Marketing Model is a unifying force which fuses digital and classic marketing into one
future-facing framework.
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Programme Overview
The sales and marketing function at any organisation forms the backbone of the business. A
proper and scientific approach to the sales and marketing functions not only makes the
business viable and efficient but also makes the business reasonably immune to sudden and
inevitable environmental changes. This one-year course is developed with the clear focus on
sales and marketing for big corporates, small and medium enterprises, and also for
entrepreneurs.

Programme Highlights

Contextually designed 12-month

programme for marketing professionals

Campus immersion module of

5 days

Focus on real business

use cases

Peer-learning &
networking opportunities

IIM Calcutta Executive Education

Alumni status
Learning Outcomes
The program aims to help participants:

Learn cutting-edge knowledge about sales and marketing theory

and practice.

Develop knowledge and competence for effective marketing

planning and execution.

Learn and appreciate challenges of complexities posed by the

interrelationship of various marketing-mix elements and ways and
means of building effective response.

Appreciate the organisational context of marketing decision

making and issues thereof.

Groom themselves for higher roles in sales and marketing function.

Programme Curriculum
Why Consumers Buy?

• Building Blocks of Marketing

• STP
• Problem Recognition and Information Search
• Understanding Decision-making and Post-purchase Evaluation
• Learning, Motivation, Attitudes
• Understanding Influence − Individual, Societal, Cultural, etc.
• B2B Marketing Decision-making Process
• Identifying and Managing Key Accounts

Understanding Markets

• Research Framework and Research Problem

• Qualitative Research
• Quantitative Research

Financial Acumen for Marketing

• Understanding Cash Flows

• Understanding and Managing Outstanding Cycle
• Understanding Costs − Direct, Indirect, Variable
• NPV & IRR

Managing Teams

• Understanding Teams
• Goal Setting, Performance Appraisal, Counselling

Workshop on Negotiation Skills for Sales & Marketing

• Principled Negotiations
• Single and Multi-issue Negotiations
Managing Products, Services and Brands

• Product Management
• Managing Services
• Brands and Branding

Managing Sales, Channels, Retail

• Managing the Salesforce

• Sales Management
• Managing Retailing and Distribution

Integrated Marketing Communications

• Basics of Marketing Communications

• Understanding Media
• Digital Marketing
• Social Media Marketing

Contemporary Issues in Marketing

• Marketing Analytics
• Emerging Issues in Marketing

Formulating & Designing Marketing Strategy

• Marketing Planning
• Positioning Strategy
• Pricing Strategy
• New Product Strategy
Pedagogy
The teaching approach will be highly interactive and leverage technology and deploy diverse
pedagogical tools and techniques, including lectures, case studies, live corporate examples,
and general discussions. In order to provide greater industry insights, practitioners would also
be invited to share their experiences.

Programme Delivery
Sessions will be conducted via a state-of-the-art
Interactive Learning (IL) platform and delivered
in Direct-to-Device (D2D) mode that can be
accessed by learners on their Desktop, Laptop,
Tablet or Smartphone.

Duration
12 months

Schedule
Saturday: 09:00 A.M. to 12:00 P.M.

Campus Immersion
There will be 5 days of campus immersion at IIM
Calcutta.

The in-campus modules are subject to the

conditions that prevail at that point of time.
These conditions pertain to the pandemic or
other unavoidable reasons. In case the
on-campus module is not confirmed due to
COVID-19 situation, the same will be included in
the total number of online sessions.
 Who Should Attend?
• Middle to senior level executives in sales and marketing function from both product
and service marketing organisations

• Participants looking for cutting-edge knowledge on both strategic and tactical issues
in sales and marketing of products and services (including consumer and institutional
markets)

• Working professionals with a minimum of five years of work-experience and who are
interested in pursuing a career in the area of sales and marketing

• Executives working in sales/marketing/operations/customer relations/marketing

analytics will find the course useful to increase their productivity and growth

Eligibility Criteria
• Graduation (10+2+3/10+2+4/10+2+2 /11+1+3) from a recognised university
(UGC/AICTE/DEC/AIU)
• Candidates should have 50% or higher in graduation to be eligible. Marks for all (3 or 4) years to
be included for calculating graduation percentage
• Those candidates who have less than 50% marks in graduation but have more than 50% marks
in Post-Graduation (from a recognised university) are also eligible for the programme
• Candidates should be working at the time of filling up the application form
• Candidates should have a minimum of FIVE years of full-time paid experience at the time of
application, post completion of the qualifying degree
*Internships and Training experience will not be considered as full-time work experience

Admission Criteria
The selection will be based on candidate’s
profile evaluation, subject to meeting eligibility
criteria.

Attendance Criteria
A minimum of 75% attendance is a prerequisite for the successful completion of the programme.
 Assessment & Evaluation
• Performance of participants will be monitored on a continuous evaluation basis through
quizzes, assignments, tests and examinations. The participant is required to score minimum
marks/grades as decided by the Institute from time to time to complete the course.
• Examination/Evaluation will be the institute’s responsibility. Examinations shall be conducted
with the support of TPL. Evaluation will be held for individual modules, but not for modules that
are held on campus. For modules that are evaluated, participants will be given any one of the
following grades: “Excellent”, “Good”, “Fair” and “Poor”.
• Candidates will successfully complete the programme if they have met the attendance
requirements and have received “Poor” grade in not more than two modules.
• Giving feedback is an integral part of the completion requirements of the programme. It will be
mandatory for all participants to attend the campus module.

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Indian Institute
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Certification & Alumni Status

• Participants who successfully meet the evaluation criteria and satisfy the requisite attendance
criteria, will be awarded a ‘Certificate of Completion’.
• Participants who are unable to clear the evaluation criteria but have the requisite attendance
will be awarded a ‘Certificate of Participation’.
• Successful participants will also be accorded IIM Calcutta Executive Education Alumni status.

*Disclaimer : All certificate images are for illustrative purposes only and may be subject to change at the discretion of IIM Calcutta.
Programme Directors’ Profiles
Prof. Suren Sista
Prof. Suren Sista is a member of the faculty
of Marketing at the Indian Institute of
Management Calcutta. He is a Fellow (Ph.D.)
of the Indian Institute of Management
Bangalore and holds a Post-Graduate
degree in Marketing Communications from
MICA, Ahmedabad. He was the Dr. D C
Pavate Research Fellow at Cambridge
Judge Business School, University of
Cambridge, in 2010. Professor Sista was on
deputation at the IAS Academy (LBSNAA)
at Mussoorie as Professor of Management
in 2016-17, where he was involved in the
training of Civil Services Officers.
Prof. Sista’s ongoing research is in the areas
of Marketing, Relationship Marketing, Sports
Marketing, and Research Methods. He is an
Area Editor (Marketing) of the Journal of
Indian Business Research (Emerald Publication).
He has undertaken various consulting
assignments on the business of sports and
entertainment and is active in executive
education. Professor Sista teaches core
Marketing courses, and elective courses in
Relationship Marketing and Competitive
Marketing Strategy at IIM Calcutta.
Prof. Ramendra Singh
Prof. Ramendra Singh has been with IIM
Calcutta for over 10 years and is engaged in
the field of training, consulting, teaching,
and research in Marketing, with an
emphasis on Sales & Distribution
Management, B2B Marketing, Channel
Management, and Marketing to
Bottom-of-Pyramid. He started his career
with Indian Oil Corporation Ltd., in the field
of oil lubricants and petroleum, New
Products & Business Development, Micro
Financing, and Asset Backed Securitisation.
After 8 years of industry experience, he
moved into teaching and research. He has
conducted several programmes and served
companies like ICICI Bank, SRF Limited, SBI
Capital Markets, Esso Petroleum, and
Indian Oil Corporation Ltd. His research
interests include customer orientation,
salesperson’s performance, buyer-seller
relationships, marketing to Bottom-
of-Pyramid, Karma and its role for boundary
spanning employees.
Programme Fees
Particulars Amount* (₹)

Registration Fee 9,000

Processing Fee** 10,000

Total Fee (excluding registration fee) 3,60,000

Note: All Fees are payable directly to TEEL, unless otherwise stated
• Fees mentioned above are exclusive of GST
• *GST (currently @ 18%) will be charged extra on these components.
• **Processing fee contains ₹9,000 towards Registration fee & ₹1,000 towards the programme fees.
Processing fee of ₹10,000 is refundable in case the participant’s profile is rejected by IIM Calcutta.
• Any extra payment due to any change in any of the applicable taxes during the tenure of the programme will
have to be borne by the students.

Instalment Schedule
Instalment I II III IV

At the time of Within 1 week 10th 10th 10th

Date application of offer rollout November, February, May,
2022 2023 2023

Amount* (₹) 1,000 89,000 90,000 90,000 90,000

*GST (currently @ 18%) will be charged extra on these components.

Programme Timelines
Application Closure Date 16th August, 2022

Academic Orientation 10th September, 2022

Date of First Online class 17th September, 2022

Program End Date (tentative) August 2023

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 3rd 79th 44th
Rank in NIRF Rank in QS Global Rank in FT Global MBA
Rankings 2021 MBA Rankings 2021 Rankings 2021

Features among the top 100 business schools in the world in FT Executive Education
Custom Directory 2021

Source: nirfindia.org, hindustantimes.com, rankings.ft.com, iimcal.ac.in

Spread across a 135-acre campus, the Indian Institute of Management Calcutta (IIM
Calcutta) was established as the first national institute for Postgraduate studies and
Research in Management by the Government of India in November 1961 in collaboration
with Alfred P. Sloan School of Management (MIT), the Government of West Bengal, The Ford
Foundation and Indian industry.

Over the years, IIM Calcutta gained global repute for imparting high-quality management
education through its Postgraduate and Doctoral level programmes, Executive Training
Programmes, and Research & Consulting activities. It is the first 'Triple Accredited'
management school from India – with accreditations from Association to Advance Collegiate
Schools of Business (AACSB), European Quality Improvement System (EQUIS) and
Association of MBAs (AMBA). It is also the only Indian business school that is a member of
the Global Alliance in Management Education (CEMS).

Today, IIM Calcutta is one of Asia's finest business schools. Its strong ties to the business
community make it an effective mechanism for attracting India's best talent and promoting
management practices in Indian organisations.

Triple Crown Accreditation

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